With limited resources, it’s important to know these three tips before starting a PR campaign and how to gain traction.

You’re a startup and you’re cash strapped. You’ve got under 20 people working with you, maybe less. You have customers, maybe not. Revenue is far, far away. But, you know your product launch is impending. If you don’t get the word out, no one will come. Enter public relations (PR) and starting a PR campaign.

Public relations used to just be a brand-building tool. But, today it’s much, much more. You can also use it to drive marketing qualified leads (MQLs) to your website. Additionally, it can help step up your SEO game and attract new employees, partners, and funding. Where do you start? Here are three things you can do:

Hire a PR Consultant

This is not a moment of shameless self-promotion. You’re not a public relations professional. It’s a skill with a nuance that won’t be learned overnight. There are strategics and tactics that you won’t be able to think of because you simply have not had the experience. You’re also at the helm of the ship.

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A captain cannot lead a startup PR strategy and vessel alone. Find someone who is willing to work per hour up to a certain cap per month, who is focused, aggressive, and a proven storyteller.

Follow Competitors

Hopefully, you’re not alone. Competitors are a good thing. Ask your PR pro to research where your competitors have been written about and what has been written. Are any of the announcements similar to the one that you’re about to announce? Are those publications and journalists ones you can note, and pitch your story. You’ll want to be ready pre-launch to secure press coverage where it has been secured before.

Get Transparency

All clients want to edit their press releases, but few want to know who the announcement will be sent to. Surprisingly, in this day and age of shared cloud communications, more and more pros are sharing documents and learning how their PR pro is planning to reach their goals. You need to know too – how the release is being pitched.

Find out what topic your PR professional will be leading with and when they anticipate it should go out and to whom. Discuss, share ideas, and agree on all points.

This post originally appeared on 2pinz.com.